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1 – 10 of over 3000Alessandro Carollo, Seraphina Fong, Giulio Gabrieli, Claudio Mulatti and Gianluca Esposito
Among the growing interest towards market segmentation and targeted marketing, the current study adopted a scientometric approach to examine the literature on wine selection and…
Abstract
Purpose
Among the growing interest towards market segmentation and targeted marketing, the current study adopted a scientometric approach to examine the literature on wine selection and preferences. The current review specifically attempts to shed light on the research that explores the determinants of wine preferences at multiple levels of analysis.
Design/methodology/approach
CiteSpace was used to compute a Document Co-Citation Analysis (DCA) on a sample of 114,048 eligible references obtained from 2,846 publications downloaded from Scopus on 24 May 2021.
Findings
An optimized network of 1,505 nodes and 4,616 links was generated. Within the network, impactful publications on the topic and thematic domains of research were identified. Specifically, two thematic macro-areas were identified through a qualitative analysis of papers included in the 7 major clusters. The first one - “Methods of Wine Making” - included clusters #0, #3, #5, #6 and #18. The second one - “Consumers' Attitudes and Preferences Towards Wine” - included clusters #1 and #2. The first thematic macro-area included more technical aspects referring to the process of wine making, while the second thematic macro-area focused more on the factors influencing individuals' preferences and attitudes towards wine. To reflect the aims of the current paper, publications giving light to the “Consumers' Attitudes and Preferences Towards Wine” macro-area were analyzed in detail.
Originality/value
The resulting insights may help wine makers and wine sellers optimize their work in relation to market segments and to the factors influencing individuals' purchasing behaviors.
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Wei Liu, Xiyan Han, Xiuwei Cao and Zhifeng Gao
Due to ginger holds a special and indispensable place in Chinese cuisine, understanding consumers’ preferences for organic ginger is of significance, especially given the growing…
Abstract
Purpose
Due to ginger holds a special and indispensable place in Chinese cuisine, understanding consumers’ preferences for organic ginger is of significance, especially given the growing interest in organic food products and sustainable agriculture. This study thus examines Chinese consumers’ preference for fresh ginger and the sources of their preferences heterogeneity for organic ginger consumption.
Design/methodology/approach
The study is using choice experiment (CE) method and mixed logit (MXL) modeling with 1,312 valid samples. The participants are regular consumers who are 18 years old or above and had bought fresh ginger within the past 12 months.
Findings
The results show that consumers prefer organic product certification labeling ginger to conventional ginger, preferred to purchase ginger at wet markets to at supermarkets or online, and preferred either ginger with regional public brand or private brand to unbranded ginger. Results also indicate that age, education level, income, purchasing experience of organic and branded ginger, and cognition of ginger health benefits are the sources of heterogeneity in consumer preferences for organic ginger.
Originality/value
This study contributes to ginger growers, marketers and policy makers. This study tracks how consumers' preferences change under different attribute combinations, capture the complex preference structure of consumers, and help reveal the motivations behind consumers' preferences for organic ginger. These findings will be crucial for developing marketing strategies, promoting organic products, and meeting consumer needs.
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Wenting Feng, Yuanping Xu and Lijia Wang
Building on the theory of brand psychological ownership, this paper aims to explore the mediating role of brand psychological ownership in the relationship between brand…
Abstract
Purpose
Building on the theory of brand psychological ownership, this paper aims to explore the mediating role of brand psychological ownership in the relationship between brand personality (innocence/coolness) and consumers’ preferences, as well as identify the boundary conditions of this relationship.
Design/methodology/approach
To test the hypotheses, a series of four experiments were conducted in Wuhan, a city in southern China, using questionnaires administered at two universities and two supermarkets. Hypotheses were tested using PLS-SEM in SmartPLS 4.
Findings
The results indicate that brand personality, specifically the dimensions of innocence and coolness, has a significant impact on consumers’ brand preferences. Brands with a cool personality are preferred over those with an innocent personality. Moreover, the relationship between brand personality and consumers’ brand preferences is moderated by power motivation and identity centrality.
Originality/value
This study contributes to the literature by differentiating between brand personality of innocence and coolness as two separate constructs and proposing brand psychological ownership as a mechanism through which brand personality affects brand preferences. The study’s samples were drawn from universities and supermarkets in southern China, providing evidence for the significant moderating effects of power motivation and identity centrality on consumers’ brand preferences.
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Yong Wang, Tianze Tang, Weiyi Zhang, Zhen Sun and Qiaoqin Xiong
In this paper, the authors study the effect of consumers' fairness preferences on dynamic pricing strategies adopted by platforms in a non-cooperative game.
Abstract
Purpose
In this paper, the authors study the effect of consumers' fairness preferences on dynamic pricing strategies adopted by platforms in a non-cooperative game.
Design/methodology/approach
This study applies fair game and repeated game theory.
Findings
This study reveals that, in a one-shot game, if consumers have fairness preferences, dynamic prices will slightly decline. In a repeated game, dynamic prices will be reduced even when consumers do not have fairness preferences. When fairness preferences and repeated game are considered simultaneously, dynamic prices are most likely to be set at fair prices. The authors also discuss the effect of platforms' discounting factors, the consumers' income and alternative choices of consumption on the dynamic prices.
Research limitations/implications
The study findings illustrate the importance of incorporating behavioral elements in understanding and designing the dynamic pricing strategies for platforms and the implications on social welfare in general.
Originality/value
The authors developed a theoretical model to incorporate consumers' fairness preference into the decision-making process of platforms when they design the dynamic pricing strategies.
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Meike Rombach, Nicole Widmar, Elizabeth Byrd and Vera Bitsch
The purpose of this paper is to provide insights for flower retailers, horticultural practitioners and marketing managers into the prioritisation of cut flower attributes by…
Abstract
Purpose
The purpose of this paper is to provide insights for flower retailers, horticultural practitioners and marketing managers into the prioritisation of cut flower attributes by German residents.
Design/methodology/approach
Applying a best–worst scaling approach, this analysis identified the relative ranking of importance amongst product attributes relevant to German consumers when buying fresh cut flowers. A latent class analysis determined four flower consumer segments for further study. The study builds on a sample of 978 consumers and is consistent with the most recent German census in terms of age, gender, income and federal state.
Findings
The best-worst analysis showed that intrinsic flower attributes, in particular appearance, freshness and scent were found to be more important to German consumers than the extrinsic attributes studied, namely, price, country of origin and a certification indicating fair trade. The latent class analysis determined four consumer segments that desire either budget, luxury or ethical flowers or more information about flowers. For all identified consumer segments, appearance was the attribute of greatest importance. The segments that desired luxury or ethical flowers, as well as the segment that desires more information were interested in appearance, but also had relatively large shares of preferences dedicated to flower freshness guarantees. The preference for freshness guarantees in addition to appearance may be interpreted jointly as a desire for not only beautiful and aesthetically pleasing flowers, but for sustained beauty.
Originality/value
Internationally, the study fills a research gap by exploring consumer’s relative preference for cut flower attributes. In contrast to existing studies on consumer preferences for flowers in Germany, the present study builds on a sample that was targeted in terms of age, gender, net household income and federal state to the most recent German census.
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Sina Ahmadi Kaliji, Seyed Mojtaba Mojaverian, Hamid Amirnejad and Maurizio Canavari
The authors propose a dairy bundle, integrating strategies to jointly maximise producer revenue and consumer utility according to the latter's preferences.
Abstract
Purpose
The authors propose a dairy bundle, integrating strategies to jointly maximise producer revenue and consumer utility according to the latter's preferences.
Design/methodology/approach
An algorithm based on a nested logit model identifies the bundle maximising producer revenue based on factors affecting consumer purchase behaviour. The data are drawn from a mall-intercept survey administered in Iran, with consumers stating a hypothetical choice among a comprehensive set of dairy products.
Findings
Demographic characteristics and marketing mix elements significantly affect consumers' preferences. An algorithm based on the estimated dissimilarity parameter determines the best bundle of dairy products, simultaneously obtaining the highest utility and the highest expected revenue.
Originality/value
Consumer preference and maximum producer or retail seller income are considered simultaneously. The bundling promotion strategy is widely used for food offerings and fresh foods and can be extended to other products.
研究目的
我們擬根據消費者偏好,提出一個整合了多個策略的捆綁包,以使生產製作者得到最高的收入和最佳的消費者效用。
研究設計/方法/理念
研究人員根據巢式Logit 模型的演算法確認了一個捆綁包,以使生產製作者能得到最高的收入,而這均建基於會影響消費者購買行為的各個因素。有關的數據取自於伊朗的商場內進行的攔截調查,而回應的消費者須假想他們從一整套乳製品中選擇他們會購買的產品。
研究結果
研究結果顯示,人口特徵和市場營銷組合元素均會顯著地影響消費者的偏好,一個基於估算的相異性參數而建立的演算法可確認最佳的乳製品捆綁包,這演算法同時也可取得最佳的裨益和最高的預期收入。
研究的原創性/價值
於本研究中,研究人員同時考慮消費者的偏好和生產製作者或零售賣家的最高收入。捆綁式的促銷策略在食物供品和新鮮食品方面被廣泛使用,這策略可擴展至其他產品。
關鍵詞
乳製品捆綁包、消費者偏好、最佳化演算法、巢式Logit 模型.
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Elena Barbierato, Danio Berti, Silvia Ranfagni, Luis Hernández-Álvarez and Iacopo Bernetti
The main purpose of this study is to analyze how consumers’ visual attention to wine label design correlates with their preferences. Accordingly, this study uses quantitative…
Abstract
Purpose
The main purpose of this study is to analyze how consumers’ visual attention to wine label design correlates with their preferences. Accordingly, this study uses quantitative eye-tracking metrics to understand which design proposal has greater visual salience. A more specific objective was to assess which design proposal was preferred to be marketed.
Design/methodology/approach
The experiment involved evaluating of three different labeling proposals of an Italian winery. Infrared eye-tracking was used to measure implicit eye movements on the three bottles displayed, simultaneously, on a computer screen. A generalized linear model was used to test how consumers' visual attention to wine label design correlated with their preferences.
Findings
The design proposals were evaluated significantly differently, with one set being preferred. In general, a strong positive relationship was found between pausing to peruse a specific design proposal and making an explicit choice of the same bottle.
Research limitations/implications
The main limitation of the experiment concerns the sample interviewed. As the sample is homogeneous, the results may not be generalizable to other segments. Furthermore, the addition of electroencephalographic devices that monitor brain activity could provide crucial information for understanding consumer behavior during the purchase decision-making process.
Practical implications
Eye-tracking methods could be useful for designers and wine producers during the evaluation process of design projects.
Originality/value
The use of eye-tracking for evaluating design proposals before placing a product on the market is relatively novel. This method provides objective, quantitative and predictive information on consumer preferences contributing guidelines to designers and marketers during the product conception phase.
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Keywords
Kimberly Lynn Jensen, Karen Lewis DeLong, Mackenzie Belen Gill and David Wheeler Hughes
This study aims to determine whether consumers are willing to pay a premium for locally produced hard apple cider and examine the factors influencing this premium. This study…
Abstract
Purpose
This study aims to determine whether consumers are willing to pay a premium for locally produced hard apple cider and examine the factors influencing this premium. This study examines the influence of hard apple cider attributes and consumer characteristics on consumer preferences for local hard apple cider.
Design/methodology/approach
Data from a 2019 survey of 875 Tennessee consumers regarding their preferences for a local hard apple cider were obtained. Probit estimates were used to calculate the premium consumers were willing to pay for a locally made hard apple cider and factors influencing this premium. A multivariate probit was used to ascertain factors influencing the importance of attributes (e.g. heirloom apples, sweetness/dryness, sparking/still and no preservatives added) on local hard apple cider preference.
Findings
Consumers would pay a $3.22 premium for local hard apple cider compared with a $6.99 reference product. Local foods preferences, urbanization, weekly purchases of other alcoholic beverages and shopping venues influenced premium amounts. Other important attributes were sweetness/dryness and no preservatives. Influence of consumer demographics suggests targeted marketing of local ciders could be successful.
Originality/value
Few studies examine consumer preferences for hard apple ciders. This study represents a cross-sectional analysis of the premium consumers would pay for local hard apple ciders and the importance of other hard apple cider attributes.
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Pankaj Kumar Bahety, Souren Sarkar, Tanmoy De, Vimal Kumar and Ankesh Mittal
This study aims to identify the major factors influencing the consumers to prefer milk products and also to analyze the awareness level of the Indian consumers.
Abstract
Purpose
This study aims to identify the major factors influencing the consumers to prefer milk products and also to analyze the awareness level of the Indian consumers.
Design/methodology/approach
In this study, the data is obtained through a structured questionnaire from Indian consumers considering convenience sampling under the nonprobability sampling technique. The consumer preference is explained using a multiple-regression model followed by analysis of variance (ANOVA), which shed insight on the significant differences between the variables that influence consumer preference for dairy products.
Findings
Investigation is done to analyze the factors influencing the consumers' buying behavior toward milk and its products. The results showed that quality, health consciousness, price and availability are the most influencing factors to buy milk products. Quantity of milk showed a significant relationship between age, monthly income and family size.
Research limitations/implications
This study helps marketing managers to frame the marketing strategies based on consumer preference, quality, health consciousness, price and availability. The research outcome will not only be advantageous for the entrepreneurial perspective but also takes care of consumer likeliness. Though the research reveals the opinion of Indian consumers, it limits the likeliness of the western world. Because of the scarcity of resources, several dairy products are unexplored, which could pave the future scope of research.
Originality/value
The novelty of this study is to identify the quality, health consciousness, price and availability are the most influencing factors to buy milk products considering ANOVA and the multiple regression model.
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Rosina Wanyama, Theda Gödecke, Matthias Jager and Matin Qaim
Micronutrient malnutrition is a public health problem in many developing countries, especially in the poorest population segments. Fortification and other food-based approaches…
Abstract
Purpose
Micronutrient malnutrition is a public health problem in many developing countries, especially in the poorest population segments. Fortification and other food-based approaches, such as using more nutritious ingredients in processing, could help to address this problem, but little is known about poor consumers’ attitudes toward nutritionally enhanced foods. The purpose of this paper is to analyze whether poor consumers in Africa would purchase foods with more nutritious ingredients and the related willingness and ability to pay.
Design/methodology/approach
A survey and choice experiment were conducted with 600 randomly selected households in the poorest neighborhoods of Nairobi (Kenya) and Kampala (Uganda). Participants were asked to choose between various alternatives of porridge flour with different types of nutritional attributes. The data were analyzed with mixed logit models. Porridge flour is widely consumed among the urban poor, so that the example can also provide interesting broader lessons.
Findings
Poor consumers welcome foods that are micronutrient-fortified or include new types of nutritious ingredients. However, willingness to pay for nutritional attributes is small. New ingredients that are perceived to have little effect on taste and appearance are seen more positively than ingredients that may change food products more notably.
Practical implications
New nutritionally enhanced foods have good potential in markets for the poor, if they build on local consumption habits and are not associated with significant price increases.
Originality/value
This is among the first studies to explicitly analyze poor consumers’ preferences for nutritionally enhanced foods.
Details